Fractional CMO

What is a Fractional CMO?

Sometimes you need a stand-in marketing leader, whether hiring is taking longer than you thought, you were unexpectedly left with the role unfilled, or your current lead is leaving temporarily. Other times you would benefit from a full-time CMO, but you’re not ready or simply can’t afford it.

Whatever your need for a Fractional CMO, you’re not alone. Many organizations approach me to temporarily lead their marketing efforts.

I use a 3-step plan to get your team on track:

3-Step plan

1. Temperature Check

We'll start with an audit of what you have in place and how it’s performing.

2. Strategic Plan

Together we will form a strategic plan based on the needs uncovered in Step 1.

3. Implement

Finally, we’ll put into action the plan from Step 2.

Step 1: Temperature Check

In this first step I audit what you have in place and how it’s performing.

I understand your situation and challenges through:

Internal and external interviews and surveys.
Market research to understand industry landscape, positioning, and your customer.
Examining resourcing (budget, team).
A technology review.
Looking at funnel conversions and channel performance.

My goal is to find out:

Where in the funnel are there problems?
What channels have the best ROI?
What channels could we be missing out on?
Are we lacking in data visibility and/or technology?

Step 2: Strategic Plan

Next, together we will form a strategic plan based on the needs uncovered in Step 1. This will include:

Defining what gap we are aiming to fill in the market and how we should do that.
Determining KPIs together with your team.
Putting in place a tech strategy if needed, possibly including productivity tools.
Re-examining your brand identity if needed: vision, mission, values, visual identity, messaging, etc.
Building your channel strategy.
(Re)defining resourcing needs.

Step 3: Implement

During this final stage, we’ll put into action the plans from Step 2. We will:

Move from high level KPIs to 3-6 month tactics.
Work with a Kanban to define weekly sprints.
Use mini-success plans for specific campaigns and projects.
Sync up during frequent standups.
Perform qualitative and quantitative retrospectives each month, quarter, and year, if applicable.

Seem like a lot of work? That’s because it is. Marketing is not easy, but it sure can be fun. And I’ll make sure of that.

What others say

“Thanks to her process-oriented way of doing things, coping with crises, delivering on time, and finding value out of seemingly random data, we have been able to succeed as a team.

Priscilla is a joy to work with, a good friend and a great colleague.”

– Oleg Rogynskyy